Partnership unites global talent and regional creators to deliver authentic, market-specific campaigns and in-app activations.
Snap Inc. has selected New Engen, a leading digital marketing agency, as its creative partner to deliver authentic, market-specific campaigns across the U.S. and international markets. The partnership expands Snap’s global creative footprint, blending in-app activations with regional content to support both growth and engagement.
Through this collaboration, Snap will leverage New Engen’s in-house content studio, Donut Studios, known for building scaled, creator-driven campaigns that resonate with diverse audiences. The initiatives include developing new video concepts with regional creators, remixing Snap-native content for extended impact, and designing in-app activations that foster deeper engagement. Additionally, New Engen will lead creative insights and analytics for user acquisition campaigns, guiding Snap’s growth and retention strategy while ensuring campaigns launch swiftly and effectively.
The engagement supports Snap’s dual objectives of acquiring new customers and driving long-term retention, with a focus on strengthening daily engagement. To achieve this, New Engen is spearheading a global talent initiative that unites its U.S. creative team with regional creators worldwide, ensuring content authentically reflects local cultures. This approach combines cultural fluency with executional agility, helping Snap connect with audiences in ways that feel both genuine and globally consistent.
“Authentic self-expression has always been at the heart of Snap’s platform,” said Alice Woo, Chief Creative Officer at New Engen. “This partnership is an exciting opportunity to amplify that spirit on a global stage by uniting our regional creators across international markets. We’re combining cultural fluency with global scale to help Snap connect with new audiences while staying true to what makes the platform so distinct.”
Snap selected New Engen for its ability to capture the authentic voice of Snap users without overengineering, to scale creative across key markets with built-in localization, and to innovate with AI in ways that enhance people-driven content while preserving authenticity.
“Snap’s community values content that feels real, relevant, and instantly recognizable. Partnering with New Engen allows us to scale that authenticity across markets while preserving the iconic brand identity our users know and love,” said Rahul Adwalpalkar, Product Marketing Manager at Snap Inc. “Their global creative capabilities and innovative approach will help us connect with audiences in new ways and build even stronger connections worldwide.”
This announcement marks New Engen’s first major engagement with Snap and highlights the agency’s growing role in helping global platforms scale authentic, creator-driven campaigns.
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